Father’s Day Retail Spending Expected to Approach Last Year’s Record

Father’s Day spending will total $15.3 billion this year, says the NRF in a new forecast, putting this year’s total retail spending just below last year’s survey record of $15.5 billion. Some 77% of American adults are planning to celebrate Father’s Day, with these celebrants estimating they’ll spend $133 each, on average. That represents a slight dip from last year’s per-celebrant spending average of $135.

However, Mother’s Day is a much bigger retail event than Father’s Day. For comparison’s sake:

Total Mother’s Day spending this year was forecast to be about 51% higher than this new prediction surrounding Father’s Day;

More adults planned to celebrate Mother’s Day (86%) than expect to celebrate Father’s Day (77%); and

Celebrants planned to spend almost $50 more per-person for Mother’s Day ($180) than they plan to spend on Father’s Day ($133).

There is one similarity, though: 25-34-year-olds are projected to be the biggest spenders on dads ($188 per celebrant), as they were forecast to be for moms ($224).

The most common purchase for dads this year? Greeting cards, planned by 63% of shoppers. Next up are special outings such as dinner or brunch (47%), clothing (43%) and gift certificates / gift cards (42%).

While less popular, other categories planned for purchase by around one-fifth of respondents include books or music (22%), consumer electronics (20%) and personal care products (19%).

In terms of total spend, special outings top the list with a projected outlay of $3.2 billion, followed by clothing ($2.2 billion), gift cards ($2.1 billion) and consumer electronics ($1.8 billion).

Department stores will be the most popular shopping destination (39%), per the report, ahead of online shopping (34%), discount stores (25%) and specialty stores (24%).

About the Data: The results are based on a survey of 7,681 adults (18+) conducted from May 3-10, 2018. The survey has a margin of error of plus or minus 1.1% points.